# 'Popular' badge on 4-week delivery option: +14.81% conversion rate

- Outcome: Won
- Page type: Product page (Ecommerce)
- Elements: Bestseller badges & product labels, Subscriptions & subscribe-and-save
- Test run by: [Blend Commerce](https://liftarchive.com/practitioners/blend-commerce/)
- Commentary by: LiftArchive (our analysis, not theirs)
- Original source: https://blendcommerce.com/blogs/ab-tests-shopify/14-81-increase-in-conversion-rate
- Page: https://liftarchive.com/test/sports-nutrition-popular-badge-subscription-frequency/

Adding a 'Popular' badge to the 4-week subscription delivery option raised conversion rate by 14.81%. Blend Commerce ran this A/B/C test for a sports nutrition brand on its highest-traffic product page. A 'Recommended' badge on the 6-week option had only a marginal effect.

## Result

**+14.81% conversion rate**

- Conversion rate: +14.81% for the 'Popular' badge.
- Revenue per visitor: +28.95%. A larger gain than conversion alone.
- Auto-ship selection: +42.98%. Many more shoppers chose to subscribe.
- Checkout visits: +21.56%.
- The 'Recommended' badge on 6-week delivery had only a marginal impact.

## Control

The product page listed subscription delivery frequencies with no badges or guidance on which to pick.

## Variant

A 'Popular' badge sat next to the 4-week option, which 12 months of subscription data showed was the most chosen. A second variant put a 'Recommended' badge on the 6-week option instead.

## Why it likely won (our reading)

- A 'Popular' label is social proof. It tells shoppers that most people like them chose this option, which makes the choice feel safe.
- Badging one option reduces the effort of picking a frequency, so fewer shoppers stall at that step.
- 'Recommended' reads as the brand's opinion, which may carry less weight than what other customers do.

## Caveats

Sample size, duration and confidence were not shared. The test ran on a single, high-traffic product page, so results may differ on other products.

## How to run this test

- Hypothesis: If we add a 'Popular' badge to the most chosen delivery frequency, then more shoppers will subscribe because the label makes the choice feel safe and easy.
- Primary metric: Conversion rate on the product page
- Guardrail: Subscription selection rate
- Guardrail: Revenue per visitor
- Guardrail: Subscription cancellation rate
- Who should test it: Subscription brands that ask shoppers to pick a delivery frequency. Only badge the option your data shows is really most popular; this does not apply if you offer a single frequency.

---

Credit: Blend Commerce ran this test and owns the result. Summary and commentary by LiftArchive (https://liftarchive.com/test/sports-nutrition-popular-badge-subscription-frequency/).
Usage: Free to use, quote and build on, with credit and a link: name the practitioner or organization that ran the test and link to its LiftArchive page. The results belong to the practitioners who ran and shared them; the summaries and commentary are LiftArchive's.